Dr Pepper brings the ‘Lurve’ for Valentine’s Day

• Dr Pepper launches cherry-inspired ‘Dr Lurve’ Valentine’s Day campaign
• Follows the success of Dr Pepper Zero Sugar Cherry Crush – launched last Valentine’s as a limited-edition and is now part of the core range
• Dr Pepper is the fastest-growing flavoured carbonate in the category^[1]

Coca-Cola Europacific Partners (CCEP) is helping shoppers embrace their romantic side with its latest Dr Pepper Valentine’s Day campaign and promotion, featuring the return of ‘Dr Lurve’ – alongside weird romantic prizes to win each week.

The campaign builds on the successful launch of Dr Pepper Cherry Crush Zero Sugar over Valentine’s Day last year, originally a limited-edition and now part of the permanent range driven by sustained shopper demand and standout sales performance^[2].

Dr Pepper Cherry Crush Zero Sugar has now sold 11.8 million litres and is worth £21.3 million^[3], delivering 38% of total Dr Pepper brand growth across grocery and impulse channels^[4]. Dr Pepper remains the fastest-growing brand in flavoured carbonates^[5], growing ahead of the category in both value and volume terms^[6].

Follow your tastebuds, not your heart

Running until 2^nd March, the promotion is available across select packs of Dr Pepper Zero Sugar Cherry Crush in 330ml and 500ml (PMP and non-PMP), 2l bottles, as well as multipacks of 330ml cans (8- and 24-packs). Shoppers can enter by scanning QR codes on promotional packs.

Over 100 Valentine’s-themed prizes are up for grabs, including Dr Pepper branded socks, gloves and double-headed hoodies (T&Cs apply).

The promotion will be supported by a wider campaign including influencer partnerships, in-store sampling and experiential OOH advertising encouraging, consumers to step into Dr Lurve’s billboard-office for some romantic ‘advice’.

Convenience retailers can download Dr Pepper Cherry Crush Zero Sugar POS materials via MyCCEP.com to help drive visibility and excitement in store.

Rob Yeomans, Vice-President, Commercial Development at Coca-Cola Europacific Partners GB, said: “Dr Pepper has carved out a unique space in the flavoured carbonates segment thanks to its one-of-a-kind taste and bold brand personality. Following the phenomenal success of Dr Pepper Cherry Crush Zero Sugar^[7] – which has now become a permanent addition to our line-up – we’re bringing even more excitement to shelves this Valentine’s Day.

“Our playful ‘Dr Lurve’ campaign taps into seasonal shopper behaviour with fun, flirtation and a flavour fans already love, while giving retailers a great opportunity to drive engagement and sales. With eye-catching POS and digital assets available via MyCCEP.com, we’re looking forward to seeing how our retail partners bring the campaign to life.”